As the Asian University Basketball League (AUBL) prepares to tip off its first-ever season, the league’s CEO says a landmark partnership with Under Armour is about more than just gear — it’s about building a platform for the next generation of basketball in Asia.
“Under Armour is a very good supporter of college sports, and we are the first of its kind in Asia, who has tried to elevate the entire landscape of college basketball,” said Jintian Jay Li, CEO of the AUBL, in a recent interview with “Listen In With KNN” executive producer, founder and host Kelsey Nicole Nelson. “So I think there’s no brainer that we want to work with like-minded brands and people and Under Armor really came to the top, and they’d been very supportive and together we’ve been very creative.”
Nelson, a graduate from an Under Armour school in the University of Maryland, where Under Armour CEO Kevin Plank also attended, shared how she has always seen Under Armour as an innovative brand that sees and supports the potential in companies early, realizing they would rather be part of the story at the beginning.
Set to run August 18–24 in Hangzhou, China, the AUBL’s inaugural tournament features 12 top men’s college teams from Greater China, Japan, and Korea. The league, sanctioned by the Asian University Sports Federation, will shift to a home-and-away season format in 2026.
“We literally made our first announcement back in May,” Li said. “This is our first edition… Everything’s very new.”
Still, the league has already drawn major interest, thanks in part to Under Armour’s support. The company is outfitting all AUBL teams with customized performance jerseys and gear, and will also provide the official game ball.
“Under Armour is kind of a triple blazer in its own way, that they want a partner with young, you know, outbreaking new stars and leagues,” Li said. “And this is not the first time Under Armour is trying to be supportive and partner with an emerging league.
With two decades of experience in basketball across China and the United States, including roles with the NBA league office and the Chinese Basketball Association — AUBL CEO Jay Li brings a deep understanding of the sport’s global potential.
Most recently, he worked closely with NBA legend Yao Ming in a chief‑of‑staff capacity, helping translate Yao’s vision for commercializing and reforming Chinese basketball into concrete league‑development initiatives tied to youth training and international exposure.
In addition, Li previously helped manage Joe Tsai’s basketball scholarship program, a multi‑year initiative offering full scholarships at U.S. boarding schools to elite young Chinese players as part of Tsai’s long‑term strategy to cultivate China’s next generation of basketball talent.
Backed as a lead seed investor by Tsai’s Blue Pool Capital, the AUBL reflects their shared ambition to bridge Asia’s top universities with pathways to global basketball prominence.
“Basketball is probably the most popular team sport in Asia,” Li said. “We think college basketball is the most untapped and has the most untapped potential in Asia.”
Li pointed to both market size and educational prestige as key advantages: “Asian families care so much about education… So it’s very organic and natural — those great university institutions have great basketball programs.”
Now, the league aims to unify those programs under one banner and give players a chance to be seen.
“This platform will become a really important platform for the pro league teams to scout new talent players for Asia,” Li said. “They don’t have to go to different parts of more fragmented games. They can just be in the audience of AUBL.”
As part of the partnership, select players from the AUBL will get the opportunity to participate in the Curry Brand Asia Tour and attend the 2025 Curry Camp in Chongqing, which overlaps with the league’s inaugural tournament week.
“Steph Curry is such an iconic figure and idol for a lot of aspiring young kids who love basketball,” Li said. “There’s one day we will fly out eight players who don’t have games on that day to attend the finale of Curry Camp.”
Li sees the AUBL as a long-term project, one that can both develop talent and unite the region.
“Basketball might be the new ping pong,” Li said. “It’s so beloved. That’s why we think basketball projects like AUBL could contribute to that global trend, making basketball a universal language.”
The vision behind the AUBL goes far beyond basketball itself; it’s about creating a lasting legacy and tapping into a massive, passionate audience.
“We want to reach… that one billion [potential] fans,” Li said. “I think the ceiling is very high. I think let’s say the sky is the limit.”
Fans can watch the inaugural season of the Asian University Basketball League live on YouTube.
